| Released in 2016,the central committee o f the communist party of China ?on the implementation of the development of new ideas to speed up the agricultural modernization,to achieve the goal of the all-round well-off society several opinions ?mentioned to vigorously promote the " Internet + " modern agriculture,application of Internet of things,cloud computing,big data,mobile Internet and other modern information technology,promoting agricultural industrial chain upgrade,positivly and effectivly solving the problem of "agriculture,rura l areas and farmers".Agricultural e-commerce is theproduct of "Internet +" modern agriculture,spray got well type development in recent years.Agricultural e-commerce of the organic combination of both the agricultural producers and consumers together,achieve the win-win value chain of agricultural products.With the rapid development of e-commerce,more and more agricultural products having sales on online.Having the rich consumer evaluation and feedback,people's consumption behavior is influenced by network information deeply.For agricultural products,however,has many characteristics,such as the low degree of standardization,not easy storage,compared to other products online,online reviewsof agricultural products have more important influence on promoting awareness comments usefulness,reducing perceived risk,improving the purchase intention,directing purchase behavior,can better promote the development of e-commerce of agricultural products.In this paper,the related literature of online reviewsdimensions,perceived reviewusefulnessand purchase intention have comprehensivly analyzed and summarized.Literature review found that online review dimension into review content,review valence,review number and diversity.Among them,the resultsofaffecting the relationship between positive review valenceand perception review usefulnessare inconsistencies;Review numberhas a significant role on perception review usefulness;About review content:reviewlength,review timeliness and emotional tendency have certain influence on perceived usefulness.However,review pictures richnessand review detail level are confined to theoretical research,lacking of empirical research.For diversity,it mainly discusses the consumer experience,consumer involvement in the significant role of perceived review usefulness.perception review usefulness influence on comsumer purchase intention significantly effect exists inconsistency.Based on the technology acceptance model,constructs the theoretical model.Use the experimental method to collect the questionnaire data.Use SPSS statistical analysis software,PLS Graph 3.0 software and Amos17.0 software to analyze data.Theresearch results show that:(1)positivereviewvalence have promoting effecton perceived reviewusefulness;(2)review detail level will promote the generation of perception review usefulness;(3)review picturerichnesshas obvious positive effecton perception review usefulness;(4)perception review usefulness significantly positive influence onthe degree of comsumer purchase intention change.On the basis of existing research,this paperperfect the existing system of research and puts forward some new perspectives.Main contribution to the study summarized as follows:(1)a deep insight into the influence of positive review valence of agricultural productsonperception review usefulness;(2)Innovative to findthatinfluence ofreview detail level andreviewpicturesrichnesson purchase intention;(3)Once again to verify relationship between perception review usefulness andthe degree of comsumer purchase intention change. |
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